The Influenc

her

magazine

table of contents

the influenc

her

magazine

WATCH OUT SOCIAL MEDIA...
EMAIL MARKETING IS MAKING ITS COME BACK!



By: Kyrsten Sherwood
Owner of CopperKettle Co.

The money’s in the list.

We’ve all heard it, most of us have no idea what it means exactly, but we DEFINITELY know that, ain’t no body got time to write a weekly newsletter, so off into the pile of never-gonna-happens an email list goes.

Sound familiar?
In the meantime, we try every day to post on Instagram and push the post to Facebook and whew *forehead swipe* thank goodness, we got that post done for the day, now onto the endless inbox, the various other social networking platforms, the actual products and services that we provide, and oh yeah, how about that family time and time off (what’s that?).

We post our post to Instagram (which took us a solid 10 minutes of finding a danged picture, 25 minutes of coming up with a caption, checking it thrice, making sure it’s spaced correctly so that Insta doesn’t just clunk it all together into one giant, ugly, unreadable paragraph (which it does anyway despite our efforts), tagging people, hashtagging hashtags, geotagging, and FINALLY publishing), and let it be.

Or so we tell ourselves.

We then check on it every hour on the hour.

Can’t be late to replying to people or the algorithm’ll getcha!

Gotta check on how the engagement is going – if it’s not getting many Likes is it because your content was lame or because you’ve been shadowbanned?

You asked a question at the end (gotta have that CTA!), but it’s crickets in the comments.
And don’t even get you started on Instastories. Nobody wants to see your messybun and hardly dressed self for the day (this isn’t true, by the way ;) ), and no one wants to see your unmakeuped face (also not true).
So the anxiety that you get day in and day out (but letsbehonest, most days you don’t post because why even try), is for nothing – no one’s even seeing your posts, why go through this massive effort? 

WELL, THE LAST TIME I EMAILED MY EMAIL LIST, I HAD 1,692 VIEWS.

Typically, on Instagram, I get about 5-10 comments, and most of the time, half of those are ME (or my wonderful teammate, Amgela).

The last time I emailed my list, I got over 45 replies.

Instagram? Some of those comments are “Cool pic *thumbs up*” or “Gorgeous!”

Email – I had people responding with multi-sentences, bullet points, multi-PARAGRAPH responses.
You know how on Instastories, you can have people vote for something? My best Poll Story got 10 responses.
That email? I had people vote between two options and I received 180 votes.

So now you’re probably like, “okay, Kyrsten, so you probably have like 20,000 people on your email list and like 6,000 on your Instagram – this hardly compares and what’s even the point of this article?”

But what if I told you I actually have fewer email subscribers than I do Instagram followers?
I sent that email to 4,477 email addresses. That’s not even a very good Open Rate (it was 37.8%, typically we get much closer to 50%).
Right now, writing this article, I have 5,875 (I’ve gained 1 follower in the last week) followers on Instagram.

So, what if I told you that only ONE email per week had not only the same, but WAY more engagement than my entire 7 posts on Instagram each week?
And what if I told you that the ONE email that I wrote actually took the same amount of time as one Instagram post.
And what if I also told you that I have a formula to write a whole BUNCH of emails really easily? (I can’t go into that right this second, but if you want to head to this blog post, then I break it down there). 

THE REAL SECRET TO EMAIL MARKETING?

Is to just treat it like you do social media.

At the end of each of your posts on social, you have a question or a way for people to engage with you, right (and if you don’t then you might want to try this)?
In your Instagram posts, you try to add value to your audience’s life:

  - give them a protip
  - offer advice
  - showcase a spotlight client for inspiration
  - spotlight someone in the industry who your audience would         also love
  - do some blog post round ups (they don’t even have to be               YOUR blog posts)
  - or an Instagram feeds round up
  - or your favorite Pins round up

Your emails are the SAME thing.
Instagram posts are short, sweet and to the point. Your emails should be the same.
If you think of email marketing the same way you thought about sending an email to a best friend when you got your first email address (mine was hott_pink01@hotmail.com), then you’ll be golden.


HOW TO USE EMAIL MARKETING AS A FORM OF SOCIAL MEDIA

DID YOU KNOW THAT ONLY 3-5% OF YOUR AUDIENCE SEES YOUR CONTENT?

This means, on average, a person with 5000 followers only gets showed to 250 people. I don’t know about you, but I have close to 6000 and only get an average of 120 likes.

A good day will get me 200.

Which begs the question: Why do we agonize over platforms that do little to nothing for us?

Why do we crumble and panic when algorithms change and we don’t know how we’ll ever keep up with the changes and omg, this is going to mean even less of a reach – how will anyone know you exist, let alone, how will people know how to book your services and also, are people EVEN booking your services because they found you on Instagram?

Again, I don’t know about you, but when I did branding and web design, I had about a .01% conversion rate with Instagram (that’s a made up statistic – but I literally think I got one lead from Instagram in the 2.5 years that we offered branding).
What if I told you that you didn’t have to agonize over Instagram every day in order to book more clients and to seem like a real business?
You’d probably think I was click-baity, right?
So, let’s rephrase it: Remember how I said I get (at best) 200 Likes per Instagram post? I post daily, by the way. 

BECAUSE THE SECRET TO EMAIL MARKETING IS TALKING TO YOUR EMAIL LIST LIKE EACH INDIVIDUAL PERSON IS YOUR BEST FRIEND.

Whether you have 10 people on your list or 10,000.

Ask them a question about themselves. Ask them how their Monday is going. Tell them about a blog post that you just read or wrote that you think would be super helpful if they’re going through xyz thing.

They don’t have to be long and drawn out. They don’t have to be frilly. You just have to be there.

The same way you’re already struggling to be there on Instagram.

The best part of email marketing, though, is that you don’t have to be there every day. You don’t have to have a perfect 9 grid. You don’t have to stalk your feed constantly to play the algorithm game (in fact, people expect you to take at least a few hours, if not a day to respond to their email anyway). 

Your emails are the SAME thing.
Instagram posts are short, sweet and to the point. Your emails should be the same.
If you think of email marketing the same way you thought about sending an email to a best friend when you got your first email address (mine was hott_pink01@hotmail.com), then you’ll be golden.


THE MOST IMPORTANT THING ABOUT EMAIL MARKETING IS TO BE THERE FOR YOUR PEOPLE.

To engage with them, and to add value to their lives. To not take up tons of their time. To offer support, be it through humor or a shoulder to lean on or an ear to vent to or a blog post to help them through their pain point, or introducing them to someone you love in your industry.
Treat your list like you’re talking to your best friend and you’ll be a natural, my friend. 

Written By:
Kyrsten Sherwood
Owner of CopperKettle Co.

watch out social media...
email marketing is making its come back!

By: Kyrsten Sherwood
Owner of CopperKettle Co.

next article

go back

read the article

The money’s in the list.

We’ve all heard it, most of us have no idea what it means exactly, but we DEFINITELY know that, ain’t no body got time to write a weekly newsletter, so off into the pile of never-gonna-happens an email list goes.

Sound familiar?
In the meantime, we try every day to post on Instagram and push the post to Facebook and whew *forehead swipe* thank goodness, we got that post done for the day, now onto the endless inbox, the various other social networking platforms, the actual products and services that we provide, and oh yeah, how about that family time and time off (what’s that?).

We post our post to Instagram (which took us a solid 10 minutes of finding a danged picture, 25 minutes of coming up with a caption, checking it thrice, making sure it’s spaced correctly so that Insta doesn’t just clunk it all together into one giant, ugly, unreadable paragraph (which it does anyway despite our efforts), tagging people, hashtagging hashtags, geotagging, and FINALLY publishing), and let it be.

Or so we tell ourselves.

We then check on it every hour on the hour.

Can’t be late to replying to people or the algorithm’ll getcha!

Gotta check on how the engagement is going – if it’s not getting many Likes is it because your content was lame or because you’ve been shadowbanned?

You asked a question at the end (gotta have that CTA!), but it’s crickets in the comments.
And don’t even get you started on Instastories. Nobody wants to see your messybun and hardly dressed self for the day (this isn’t true, by the way ;) ), and no one wants to see your unmakeuped face (also not true).

This means, on average, a person with 5000 followers only gets showed to 250 people. I don’t know about you, but I have close to 6000 and only get an average of 120 likes.

A good day will get me 200.

Which begs the question: Why do we agonize over platforms that do little to nothing for us?

Why do we crumble and panic when algorithms change and we don’t know how we’ll ever keep up with the changes and omg, this is going to mean even less of a reach – how will anyone know you exist, let alone, how will people know how to book your services and also, are people EVEN booking your services because they found you on Instagram?

Again, I don’t know about you, but when I did branding and web design, I had about a .01% conversion rate with Instagram (that’s a made up statistic – but I literally think I got one lead from Instagram in the 2.5 years that we offered branding).
What if I told you that you didn’t have to agonize over Instagram every day in order to book more clients and to seem like a real business?
You’d probably think I was click-baity, right?
So, let’s rephrase it: Remember how I said I get (at best) 200 Likes per Instagram post? I post daily, by the way.


How to Use Email Marketing as a Form of Social Media

Did you know that only 3-5% of your audience sees your content?

So the anxiety that you get day in and day out (but letsbehonest, most days you don’t post because why even try), is for nothing – no one’s even seeing your posts, why go through this massive effort?

Well, the last time I emailed my email list, I had 1,692 views.

Typically, on Instagram, I get about 5-10 comments, and most of the time, half of those are ME (or my wonderful teammate, Amgela).
  
The last time I emailed my list, I got over 45 replies.

Instagram? Some of those comments are “Cool pic *thumbs up*” or “Gorgeous!”

Email – I had people responding with multi-sentences, bullet points, multi-PARAGRAPH responses.
You know how on Instastories, you can have people vote for something? My best Poll Story got 10 responses.
That email? I had people vote between two options and I received 180 votes.

So now you’re probably like, “okay, Kyrsten, so you probably have like 20,000 people on your email list and like 6,000 on your Instagram – this hardly compares and what’s even the point of this article?”

But what if I told you I actually have fewer email subscribers than I do Instagram followers?
I sent that email to 4,477 email addresses. That’s not even a very good Open Rate (it was 37.8%, typically we get much closer to 50%).
Right now, writing this article, I have 5,875 (I’ve gained 1 follower in the last week) followers on Instagram.

So, what if I told you that only ONE email per week had not only the same, but WAY more engagement than my entire 7 posts on Instagram each week?
And what if I told you that the ONE email that I wrote actually took the same amount of time as one Instagram post.
And what if I also told you that I have a formula to write a whole BUNCH of emails really easily? (I can’t go into that right this second, but if you want to head to this blog post, then I break it down there).

The real secret to email marketing?

Is to just treat it like you do social media.

At the end of each of your posts on social, you have a question or a way for people to engage with you, right (and if you don’t then you might want to try this)?
In your Instagram posts, you try to add value to your audience’s life:

  -give them a protip
  -offer advice
  -showcase a spotlight client for inspiration
  -spotlight someone in the industry who your audience would also love
  -do some blog post round ups (they don’t even have to be YOUR blog              posts)
  -or an Instagram feeds round up
  -or your favorite Pins round up
  
Your emails are the SAME thing.
Instagram posts are short, sweet and to the point. Your emails should be the same.
If you think of email marketing the same way you thought about sending an email to a best friend when you got your first email address (mine was hott_pink01@hotmail.com), then you’ll be golden.

Because the secret to email marketing is talking to your email list like each individual person is your best friend.

Whether you have 10 people on your list or 10,000.

Ask them a question about themselves. Ask them how their Monday is going. Tell them about a blog post that you just read or wrote that you think would be super helpful if they’re going through xyz thing.

They don’t have to be long and drawn out. They don’t have to be frilly. You just have to be there.

The same way you’re already struggling to be there on Instagram.

The best part of email marketing, though, is that you don’t have to be there every day. You don’t have to have a perfect 9 grid. You don’t have to stalk your feed constantly to play the algorithm game (in fact, people expect you to take at least a few hours, if not a day to respond to their email anyway).

The most important thing about email marketing is to be there for your people.

To engage with them, and to add value to their lives. To not take up tons of their time. To offer support, be it through humor or a shoulder to lean on or an ear to vent to or a blog post to help them through their pain point, or introducing them to someone you love in your industry.
Treat your list like you’re talking to your best friend and you’ll be a natural, my friend.

Written By: Kyrsten Sherwood
Owner of CopperKettle Co.

next article

Navigate